Chelsea F.C. has announced a new premium hospitality experience in partnership with luxury hospitality brand Bagatelle Group. The project, named “Bagatelle Chelsea Football Club”, will be located in the West Stand at Stamford Bridge and is scheduled to open from next season. It will feature an 80-seat exclusive matchday venue designed to offer a high-end…
Olympique de Marseille has stepped into immersive digital spaces by launching “OM District” on Roblox, marking a strategic move to engage younger, Gen Z audiences. The experience recreates a virtual version of Marseille, centered around the Vieux-Port and featuring iconic landmarks such as the Orange Vélodrome, Notre-Dame de la Garde and the Mucem. This digital…
LaLiga has signed a new strategic agreement with Chinese Super League leaders Chengdu Rongcheng, further deepening its influence in one of football’s key growth markets. The partnership will see LaLiga provide advisory support to the club on structural development, professionalisation, and youth academy systems, as Chengdu Rongcheng continues its rise at the top of China’s…
Manchester City is set to open a new premium hospitality venue, “Zadie’s,” inside the Etihad Stadium ahead of the 2026–27 season, as the club continues to expand its commercial footprint beyond matchday football. The new concept will sit at the top of the expanded North Stand and is designed as a high-end restaurant and bar…
adidas has unveiled its FIFA World Cup 2026™ Home Jerseys Pet Collection, extending the tournament’s official designs to a new audience: pets. For the first time, the sportswear brand is offering replica jerseys for dogs and other pets, allowing fans to match with their four-legged companions. The collection features designs inspired by the home kits…
Real Oviedo has strengthened its international presence with the inauguration of its first official supporters’ group in Africa, the Peña Tanzania-Carbayones, based in Dar es Salaam, Tanzania. The initiative brings together local fans who have adopted the club’s traditional blue colors, forming a new community that connects the Asturian side of Spain with East Africa….
Budweiser has unveiled a new global marketing campaign titled “Let it Pour†ahead of the FIFA World Cup 2026, featuring football figures Erling Haaland and Jürgen Klopp. The campaign, developed by Grey Global, is being rolled out across more than 40 countries and aims to amplify celebration moments around the tournament. As part of the…
Borussia Dortmund has announced a new regional partnership with ROBINSON, naming the travel company as its Official Regional Partner in South Korea. The agreement is aimed at strengthening Dortmund’s commercial footprint in one of its most established international markets, reflecting the club’s strategy of building localized partnerships rather than relying solely on global sponsorship deals….
McLaren has officially launched its new golf venture, McLaren Golf, with professional golfer Justin Rose named as both its first global ambassador and investor. The English star, currently ranked world number five, will begin using McLaren Golf equipment this week at the PGA Tour’s Cadillac Championship. He will also feature the brand’s logo on his…
England and Chelsea forward Cole Palmer has signed a multi-year partnership with The Coca-Cola Company, becoming a brand ambassador for both Coca-Cola and Powerade. The deal will see Palmer featured in integrated global campaigns, with a particular focus on engaging Gen Z audiences and football fans. Activations are also planned around major upcoming tournaments, including…
